COLOR IN THE RELOOKER DESIGN In relooker design, we are interested not so much in the physical nature of the shade, as in the entire ID matrix of a person's color as a whole, that is, color ratio formulas "sewn" into the genetic code of a person's image, his natural pigments, namely, the ratio of shades and proportions of color and their effect on a person's condition, mood change, motivation and his entourage. The influence of ID-shades (genetically determined) and RELOOKER-shades (enhancing and emphasizing the natural shades of human skin, hair, and eye pigments) on the color carrier himself and his environment. In the course and in the book "RELOOKER-colorist" we study not only the decryption and unpacking of the code of human ID pigments, but also develop human visual abilities. "... The eye does not see the form, but only light, darkness and color together are what distinguishes an object from an object for the eye," wrote I. V. Goethe. Reasoning about color involves a certain abstraction from the surface, texture, and other material qualities of the object in order to achieve simplicity. Understanding the meaning of color cannot be limited to its purely physical indicators. In RELOOKER design, we are interested in the influence of color on the markers of youth, health, respectability, mood, motivation of a person who comes into contact with him, especially since color as such can only be spoken about in relation to a person's visual ability. Which way of working with a color portrait of a person can a RELOOKER designer go? Which method of assessing the color color of natural and artificial human pigments to choose?

1 RELOOKER_ME METHOD: INSTRUMENTAL AND PROGRAMMATIC RELOOKER-coloristics assumes that the capture of the shade of natural human pigments occurs using RELOOKER_ME tools, as well as photoelectric tools (not all human pigments can be digitized with photoelectric tools). Digitization of human pigments is carried out as a result of ID data processing in the REISO program and application or visually by a RELOOKER designer. 2 METHOD: VISUAL. In the absence of the possibility of using an instrumental and software relooker approach, a visual relooker method of color analysis is used: devoid of unambiguous prescriptions, this path requires the designer to be prepared and knowledgeable about the physics of color, knowledge about the wavelength of color, color characteristics, flair and prudence, eliminating non-systemic manipulation of color combinations, sometimes found in popular image- stylistics. Relookers believe that all colors can be used by all people. It's just about the right choice of shades and proportions of color, about the right combination of colors, textures, shapes. After all, this is what influences the formation of the entire system of meanings. How does a RELOOKER designer choose a color and what makes up the choice of RELOOKER shades: a new palette of wardrobe, makeup, accessories, interior (shades that enhance the image signal of the personality) when forming a personal brand? The main task of a RELOOKER colorist is to synchronize the color ID portrait of a person with his relooker avatar and derive the formula of a PERSONAL BRAND.

FACTORS OF BUILDING A COLORISTIC PORTRAIT WHEN CONSTRUCTING A COLORISTIC ID PORTRAIT, the following are taken into account: • the color wavelength of the pigment shade: the coincidence of the color wavelength of the image product and the color wave of the skin illumination of a person give a rejuvenating, therapeutic effect, strengthening the image signal. Tools for face-to-face and remote testing of the client's natural color matrix #relooker_me solve the problems of capturing the hue of human pigments for analysis and subsequent processing, digitization, interpretation of human color codes. The subjective assessment of color by a specialist is minimized here and tends to zero; • natural pigment contrast level. It is known that it is contrast that is first processed by the human brain when visually evaluating an object.

Violation of the natural contrast level leads to the loss of the health marker in the image portrait of a person; color proportions. For example, relookers know that an accurate, algorithmic adjustment to skin pigments gives a significant increase in the sexual-erotic signal if the reliquer shade of beige is used in a ratio of 2 to 1, where 1 is other shades.

WHEN CONSTRUCTING a coloristic relooker avatar, the following are calculated: • colors that enhance the shades of the natural color matrix (accurate to specific CMYK, RGB, PANTONE numbers); • colors that emphasize the shades of the natural human color matrix (up to a specific CMYK, RGB, PANTONE number); • id-achromats; • the boundaries of the scale of the natural level of human contrast

WHEN BUILDING A COLORISTIC MAP OF A PERSONAL BRAND, consider: • physiological reactions, for example, — red excites, blue soothes and immerses; • psychological reactions, emotions (the red horse in the painting by Franz Marc is associated with the desire to convey the temperament and feeling of youth); • associative chains, both individual for each person, and dictated by ethnic and cultural traditions, fashion, ideas about the ideal, prestige, status, social level, etc. As an option — the use of achromatic and/or muted tones in the daily business dress code; • cultural and symbolic significance. For example, black is the color of mourning in Europe, and white is the color of mourning in India. Relooker-the designer always asks himself questions: What kind of information does he set up for the audience of the personal brand and the client himself? Which image is the priority in this period of time? Today, any publication related to popular image stylistics contains brief recommendations on color selection, but they are usually very schematic and unambiguous. The more popular the presentation, the more specific are the characteristics of the color, emasculating its individual settings for a particular person and his ID matrix. The goals and objectives of a personality, a personal brand cannot be fully taken into account if you do not have a coloristic relooker avatar. Human nature is limitless in its manifestations, including in terms of shades. It requires penetration and understanding of the structure of the natural matrix of human color. Today, the traditional theory and mental models based on the knowledge of designers of Max Lusher's theory are supplemented, and in relooker-design of a person's image they are completely replaced by software technologies of digital analysis, scanning, such computer color modeling programs include, for example, the REISO / REISO program (Relooker Express Image Studio Online). Relookers-designers take into account not only the character, proportions, nature, but also the duration, depth, measure of the impact of relooker shades and their combinations on a person and his environment.